Master the Art of Connecting With Your Ideal Clients: How to Use Your Website to Speak Their Language
When designing websites, our clients’ ideal clients are always in the back of our minds. With every word we decide on when writing copy and every page of their website we design, we want to ensure that the ideal client will feel tuned in and that much closer to becoming a lead. You want your website to speak your ideal client’s language so that they’ll feel comfortable in their decision reaching out to you and, after a couple of calls, booking with you.
Some may say you could even call this an art (“some” as in us, lol). And in this post, we want to deep dive into what factors of your website have the potential to spark a connection with your ideal clients.
What Makes Great Website Copy?
There are several factors that contribute to budding a solid connection with ideal clients that visit your website, and it all starts with your messaging. How your copy is written and message conveyed makes all the difference to your ideal clients.
LETTING YOUR TONE & PERSONALITY SHINE
You want to make sure you’re letting your tone and personality come through in a way that’s in alignment with your brand and the kind of image you want to be seen in. If cursing is a part of who you are and something your ideal clients don’t mind, then feel free to let a few slip. On the other hand, if you deal with more corporate-y clients, then keeping the copy a little more rigid may be best.
KEEP THE TERMINOLOGY SIMPLE
Try to refrain from using too many industry terms that may not make sense to your ideal client. With that said, as long as you have a clear understanding of who your ideal client is, this shouldn’t be too much of an issue. Part of mapping out your ideal client is figuring out how much knowledge they have about your industry. If you’re a B2B business working with others in your industry, then you could potentially have a field day with your industry terminology in your copy. However, a B2C business likely needs to stick to layman’s terms, or at least provide more context.
FOCUS ON ACTION-ORIENTED LANGUAGE
Another theme you want your web copy to have is to be action-oriented. This doesn’t just sound like a whole bunch of “Book a call here” or “Do this form here.” If you’ve taken the time to write copy that addresses pain points, your solution, incorporates your personality and tone, etc., then the persuasion is already there for your visitors to take action. They just need the final push (or seven) to press that button and take action. We talk more about using buttons and links effectively in this blog post.
Website Aesthetics: Rules of Thumb
When it comes to aesthetics, there are a few rules of thumb we recommend following. You don’t need an art or design degree to be able to follow these rules (we have several of those, though, if you’re looking for someone to design your website.) There are three main factors of website aesthetics: layout, flow, and branding.
HOW YOUR WEBSITE IS LAID OUT
The structure, or wireframe, of your website is one of the most important elements to figure out. There is intentionality behind which pages your traffic will land on first, second and so on. Did you know that the “About Page” is the second most visited page on your website?
It’s important to keep in mind the structure of your main pages, your secondary pages, and your navigation that tells people what their options are.
MAKING SURE YOUR WEBSITE FLOWS
You essentially want to move your people through the page in a way that’s easy to follow along. This means not having huge walls of text or having each section of a page be aesthetically too contrasting from the next. Take advantage of using different layouts for each section, like images with text, image galleries, different combinations of fonts and brand colors, etc. Eyes get bored easily looking at the same thing, so try to switch it up where you can to help your visitors want to keep scrolling through your website.
SPEAK TO YOUR IDEAL CLIENT THROUGH BRANDING
Every combination of colors and images evokes a certain feeling in a person, which is what makes branding choices so powerful and so, so important. You have to know what sort of “vibe” your ideal client enjoys most for the type of business you are, and then work to incorporate that feeling into your branding. For example, not every photographer caters to the same audience, therefore they shouldn’t have the same branding. Family or child photographers may have more playful branding with brighter colors, whereas luxury wedding photographers may stick to more muted, minimalistic branding.
The Importance of Offer Clarity
Offer clarity has the ability to single handedly determine the conversion rate from your website. One of the biggest reasons businesses struggle to convert leads on their site is due to not making it crystal clear what their offer is, how it can help, and who it’s for. 9 times out of 10 if your offer isn’t clear, prospects aren’t going to reach out for more clarity. They’ll simply find someone else who they’re confident can solve their problem. This is why the opening headline of your website is so important (not just for SEO reasons like we explain here). If you can convey what you do within the first 5-10 seconds of someone being on your website, you’re already at an advantage over your competitors.
KNOWING YOUR IDEAL CLIENT JOURNEY
We’re going back to talking about knowing your ideal client here, but while you’re understanding who they are as a person, you should also know their journey. In other words, show them that you understand their point A or where they’re starting before working with you, then show them how your service gets them to point B or where they want to be. Not only does this tell them that you can relate to their pain points, but it also works to convey the type of person that you’re looking to help and exactly how you can help them.
We Can Do it For You
Although we think we can toot our own horns when it comes to explanations, sometimes you just want to be able to hand off the baton and not have to worry about it. At Boss Project, when you hand it to us, you’re doing so with the utmost confidence that we’re designing a website with strategy in mind. We make it our goal to perfectly blend your vision, design, and functionality to create a kickass lead engine (that’s also been SEO optimized). If that sounds too good to be true, let’s have a chat by booking a call over here so we can chat about your needs!
